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Experiences and functional goals of European Communication Monitor - ECM 2012 - Results

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Experiences and functional goals of communication professionals in Europe and the United States differ in various ways Compared to five years ago, we have more touchpoints with our 83.5% publics 92.5% It is the job of communication/PR to define the corporate/ 71.3% organisational voice across all media 90.0% The central communication function defines overall strategic 70.7% guidelines and messages, which others adapt for their own situation* 64.9% Compared to five years ago, we have less control over our 41.4% message 55.2% European communication professionals (ECM 2012) US communication professionals (GAP VII)www.communicationmonitor.eu / Zerfass et al. 2012 / n = 1,712 European PR professionals working in communication departments, Q 8. Swerling et al. 2012 /nmax = 572 US PR professionals working in communication departments. * Slightly different wording in GAP VII: The central communication organization sets the 45overall strategic communications direction, which the organization/profit centers then adapt for their own situations.

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